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As you may know, this Sunday is the annual Castro Street Fair. In addition to the usual festivities, the festival will also mark the launch of Gay Coffee.

It’s a new coffee roasting company, based on the East Coast, that comes courtesy of one Melissa Krueger. After running a coffee shop near Smith College (Massachusetts), she decided to sell it to start Gay Coffee, a nascent coffee retailer hoping to gain exposure from coffee drinkers and cafes alike.

But despite the name and branding, Krueger says it’s no gimmick.

“I want to take civil rights history and put it on people’s counters,” she says. “It’s not a kitsch thing.”

All five blends are made from fair trade organic beans, sourced from Royal Coffee, each celebrating a different aspect of gay culture, humor, and history. Like many others in her position, she says she looks up to cult coffee roasters like Blue Bottle, and the path to success they’ve laid out.

At Gay Coffee’s tent this weekend, in addition to coffee, they’ll also have a photo booth for folks who may want to appear on a bag for future blends. Word is that they’re looking for a Big Bear Blend model, fellas.

1% of profits are donated to the LGBT Task Force, so there’s that, too.